Why does a brand new web page's rating change over time?

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Why does a brand new web page's rating change over time?

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When we create a new landing page with quality content, Google ranks that page on the top 30-50 for targeted keywords. Then why does the rank get decreased for the next 2 to 3 weeks? If pages didn’t have required quality, then why did it get ranked in the first week?
Sandeep, India

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